Intrigued, But Not Immersed:Millennials Analyze the iPad’sPerformance as a News PlatformInternational Symposium on Online JournalismAustin, Texas – April 1, 2011Jake Batsell, assistant professorSouthern Methodist University@jbatsell

MethodologyThe ground rules• iPad pilot program• Two classes • 4-day checkouts• Assigned ratings

√ Immediacy√ Non-linear

presentation√ Multimedia√ Interactivity

• Blogged reviews

MethodologySample overview• 26 female, 2 male• 27 in 20s, 1 in 40s• 27 U.S., 1 Bulgarian• 3 Hispanic• 1 Asian-American• 1 African-American• Typical participant was

white, female American millennial college student

Caveats• Small sample (28)• Millennials aren’t the

news industry’s target consumer for iPad apps – yet

FindingsImmediacy• Avg score = 3.1/5• Surprisingly stale• “Old news”• Updated once

dailyStandouts• ESPN ScoreCenter• GlamourLaggards• New York Post• ABC NewsImage credit: American Journalism

Review

FindingsNon-linear presentation• Avg score = 3.4/5• Passing grade• Good customization• Awkward navigation• Limited optionsStandouts• ESPN ScoreCenter• New York TimesLaggards• Fox4 News (Dallas)• Washington Post Image credit: Sports

Illustrated

FindingsMultimedia• Avg score

= 3.7/5• Occasionally

dazzling qualities

Standouts• Time Magazine• New York Times• Ebony’s 65th anniv.• ESPN ScoreCenter

Laggards• New York Post• GQ

Image credit: American Journalism Review

• New York Times: “The picture is unbelievably clear (much better than that on the iPhone), and the sound isn’t muffled like it can be on the iPhone”

• New York Post: “Interactivity and multimedia content were very minimal (huge bummer).”

FindingsInteractivity

• Avg score

= 3.3/5• Largely

disappointing

Standouts• Esquire• New YorkerLaggards• MTV News• People Magazine

Image credit: American Journalism Review

• Ebony: “I think they should look into expanding readers’ options even further, and they might consider linking to some of their sources for those readers who want more.”

• MTV News: “Don’t bother, MTV. Just stick to your website.”

Conclusions• First wave of iPad

News apps weren’t immediate or interactive enough for this group of millennials

Image credit: American Journalism Review

• Students said premium apps aren’t worth the extra money yet

• Too many news apps resemble shovelware

• Students generally prefer websites to apps

Closing Thoughts• Millennials’ iPad

news experience differs from the GenX & Baby Boomers in Reynolds iPad study

• Why important? 50 million millennials age 18-29 forming lifelong habits

• Future research: 2nd wave of tablet apps (Xoom, Galaxy, Playbook, iPad 2)

Image credit: Texas Monthly

Thanks!

jbatsell@smu.eduTwitter: @jbatsell